Looking through my inbox from when we first started Cloudflare. Struck by our obsession over 1) UI design + sign up process, 2) Communication style with beta customers, 3) Constant email + Skype calls with customers, 4) the number of external people we talked to regularly 1) For the signup process, to say we sweated the details would be an understatement. We were maniacal about getting every pixel right. It was painful during the process but the end result served us well for years